Ralph Lauren never played polo. The real polo shirt looks fake.

Ralph Lauren had never seen a polo match when he named his brand Polo. The U.S. Polo Association has run the sport in America since 1890, sells polo shirts too, and has lost to Ralph Lauren in court over the logo.

Ask people which shirt is the real one and most pick Ralph's. That one little horse was at every cookout, every first meeting with somebody's parents. The association wasn't at a single one.

Most company pages post like the association: founded in, award-winning, certified. Show your customers living their days instead, and let the product just be there.

Be the obvious choice, not another copy.